SUPERCARS DELIVERS FRAM FILTERS WIDE TRANS-TASMAN EXPOSURE
What is literally the fastest way to let the Australian automotive aftermarket know that you are back in town?
For Filpro Automotive, the team behind the renowned FRAM Filters brand for Australia and New Zealand, Supercars was the answer.
This was the high-profile promotional platform that Filpro Automotive selected to ensure that the Australian automotive trade and DIY enthusiasts were aware that the premium quality FRAM Filters oil, air, fuel and cabin filter brand was back in Australia.
FRAM Filters has enjoyed a strong and consistently growing presence in New Zealand over many years, so it made sense to partner with a Kiwi driver, Richie Stanaway, during his rookie Supercar season, it says.
The familiar FRAM Filters logo appeared on the rear wing and front bar of Richie’s Tickford Racing Falcon Supercar during the final season of the Falcon competing in the main Supercar series. This was commemorated in a strong way at Bathurst, with Richie’s car carrying the Ford Bird of Prey logo with the message, “Falcon’s Final Flight at Mount Panorama 2018.”
While Richie’s results for the season were disappointing, there is no doubt that the television, online and print media coverage of his car during the season assisted to take the FRAM Filters message to the Australian and New Zealand market strongly.
A double page spread image of the car at Bathurst in the Sydney Daily Telegraph proved to be a major highlight along with television, online and print media impacts of the logo throughout the 2018 season.
“I have always believed that motorsport is a powerful marketing tool for aftermarket brands and have included it my marketing mix wherever I could in the past, so it made sense to ensure that Australian automotive repairers and re-sellers knew that FRAM Filters is back in a big way by using Supercars,” Filpro Automotive Australia and New Zealand Managing Director, Roger Lassen, said.
“Our involvement also assisted our brand presence in New Zealand where FRAM Filters has significant market share and knowing how proud people are of their country, having a Kiwi driver was a great compliment.
“We achieved our primary objective of getting our brand message out there in the Australian automotive aftermarket and increasing front of mind brand presence in New Zealand.”
Several experiential incentives were also made available to Filpro Automotive staff and customers in both Australia and New Zealand with the Tickford Racing team including corporate hospitality, pit visits, hot lap rides and other money can’t buy experiences.
For more on FRAM Filters, visit www.framfilters.com.au